French Creative for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow and...
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Transcript of French Creative for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow and...
Progressive Bank
French Creative
for
Integrated Advertising, Promotion, and Marketing Communications, 7eClow and Baack
1
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Founded 1990 Full service agency Philosophy – partnership with clients Synergistic team approach Award-winning creative team
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French Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Conduct situation analysis Research to define client/brand position Develop strategic marketing plan Create work based on marketing strategy Capture essence of client’s brand Strategically choose media Evaluate campaign effectiveness
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French CreativeSeven Step Approach
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Founded in 1975 to serve agricultural area Bank had grown to five facilities Opening new facility in Shreveport Shreveport community had no experience or
knowledge of Progressive Bank
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Progressive BankBackground
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Create awarenessDrive customer traffic◦New location◦Website
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Campaign Challenge
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Objective: Announce entry of Progressive Bank
Target: Potential bank customers and financial community
Tactics◦ Campaign using print, mall posters, outdoor◦ VIP invitations to select community leaders◦ Public relations follow-up after bank opening
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Campaign StrategyShreveport Campaign
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Objectives◦Introduce staff◦Personalize bank◦Focus on people
Kiosks located in mall◦Heavy traffic area◦Near bank location
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Kiosk and Billboard Tactics
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 8
Mall Kiosk
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 9
Mall Kiosk
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 10
Billboard
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Objectives◦Announce bank’s opening◦Introduce staff◦Personalize bank◦Focus on people
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Newspaper and Direct Mail Tactics
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 12
Newspaper
AnnounceNew Opening
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 13
Direct Mail
InvitationBank Opening
SelectCommunity Leaders
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Objective: Promote bank’s loyal, long-tenured management team to generate trust and security
Target: Bank customers, prospective customers, financial community
Tactics◦ Promote financial team◦ Promote service to the community◦ Use print and out-of-home
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Campaign StrategyPeople Campaign
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 15
Print AdsPeople
CampaignDale
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 16
Print AdsPeople
CampaignDavid
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 17
Print AdsPeople
CampaignKelly
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 18
Print AdsPeople
CampaignWyman
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 19
Print AdsPeople
CampaignSandra
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 20
Print AdsPeople
CampaignMichele
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 21
Print AdsPeople
CampaignHal
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 22
Television AdPeople
CampaignProTeam
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Objective: Promote key products and services
Target: Bank customers, prospective customers, primarily business-to-business
Strategy: Create campaign featuring key products
Media: Print, out-of-home, point-of-sale posters, and TV
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Campaign StrategyProduct Line Campaign
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 24
Print & TVProduct
Campaign
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 25
Print & TVProduct
Campaign
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 26
Print & TVProduct
Campaign
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc. 27
Print & TVProduct
Campaign